A UX for Good workshop with Amnesty International Poland at the UX Poland conference in Warsaw on April 11, 2016. Overview from the Workshop In 2014 the number of displaced people worldwide exceeded 50 million for the first time since WWII (a number that includes 19.5 million refugees). The world’s system for protecting refugees is broken. The world is still treating refugees as somebody else’s problem. Hiding behind closed borders and fears of being “flooded”, some countries ignore appeals for humanitarian aid. The time to change is now. World leaders – in particular the richest countries – can start tackling this massive humanitarian crisis together with human rights organizations and activists. To do so, they must begin strengthening refugee systems: allowing people to apply for asylum, treating their refugee claims fairly, resettling the most vulnerable of all, and providing basics like education and healthcare. In this workshop, attendees partnered with a team from Amnesty International and UX for Good to take on an audacious challenge: design a system for engaging activists to more quickly react to the refugee crisis and remain actively engaged on its progress.

1. WORKSHOP:
RETHINKING ACTIVIST ENGAGEMENT
TO SUPPORT THE REFUGEE SYSTEM
UX POLAND
APRIL 11, 2016
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2. INTRODUCTION
TODAY’S SCHEDULE
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MORNING
Welcome and Overview
Briefing - The Refugee Crisis
Team Assignments & Interviews
Empathy Mapping
[BREAK - TEAM WORKING LUNCH]
AFTERNOON
Define the Experience
Design the Experience
Report Out & Presentations

3. 3
WELCOME
&
OVERVIEW

6. UX Poland 2016
Warsaw , 11th April

7. Amnesty International
! Amnesty International
is a global movement
of more than 7 million
people who take
injustice personally.
We are campaigning
for a world where
human rights are
enjoyed by all.
BETTER TO LIGHT A
CANDLE THAN CURSE
THE DARKNESS

8. What does Amnesty do?
! We investigate and expose the facts,
whenever and wherever abuses
happen.
! We lobby governments, and other
powerful groups such as companies.
Making sure they keep their promises
and respect international law.
! By telling the powerful stories of the
people we work with, we mobilize
millions of supporters around the world
to campaign for change and to stand in
defence of activists on the frontline.
! We support people to claim their
rights through education and training.

9. Amnesty today
! Amnesty has shifted from a large
London base, to open regional offices
in cities in Africa, Asia-Pacific, Central
and Eastern Europe, Latin America
and the Middle East. We can now
respond quickly to events wherever
they happen, and be a powerful force
for freedom and justice.
! To stay one step ahead, we are also
developing tools using the latest
technologies.
! Imagine what we can now achieve
standing side by side with activists in
every corner of the globe. How many
more prison doors will open? How
many more torturers will be brought to
justice? How many more people will
realize their rights and live in dignity?

10. Change
!
More PEOPLE + better PARTICIPATION
= Bigger Impact and Change for Human Rights

11. Members
7370
14 local
groups, over
100 actions
Who we are?
Amnesty PL in
numbers (2015)
fb 56 500
tw 3057
HRE
about 180
school groups
almost 9000
donors

12. Who we are?
Amnesty International PL - Members
55%/45%
Warszawa, Kraków,
Trójmiasto
youth engagement - about 75% our
supporters are less than 35 years old
membership payment method
(monthy regular via DD) – 87%

13. Mobilization@AmnestyPL

14. Mobilization - channels and tools

15. Examples: Urgent Actions Network (VIDEO)
https://www.youtube.com/watch?v=J17CVHbt9S4

16. Examples: New AmnestyPL website (May 2016)

17. OUR CHALLENGE
DESIGN A SYSTEM FOR
ENGAGING ACTIVISTS TO
MORE QUICKLY REACT
TO THE REFUGEE CRISIS
AND REMAIN ACTIVELY
ENGAGED ON ITS
PROGRESS.

18. WELCOME & OVERVIEW
THE BACKGROUND
7
In 2014 the number of displaced people worldwide exceeded 50 million for the first time since WWII (a number that
includes 19.5 million refugees). The world’s system for protecting refugees is broken. The world is still treating refugees as
somebody else’s problem. Hiding behind closed borders and fears of being “flooded”, some countries ignore appeals for
humanitarian aid.
For example, lack of legal and safe routes to Europe, together with measures taken by European Union governments to
prevent irregular migration, puts refugees at risk of human rights violations. More than 3,700 people died at sea trying to
reach Europe in 2015. The EU effectively denies refugees the right to seek asylum through policies and legislation.
The time to change is now. World leaders – in particular the richest countries – can start tackling this massive
humanitarian crisis together. To do so, they must begin strengthening refugee systems: allowing people to apply for
asylum, treating their refugee claims fairly, resettling the most vulnerable of all, and providing basics like education and
healthcare.
Governments must stop blaming refugees and migrants for economic and social problems, and instead combat all kinds of
xenophobia and racial discrimination through education, empathy and factual awareness of the situation.
Activists all over the world can and want to help. They want to help refugees survive and help leaders to understand their
role and responsibility in the system.
Activists and activist groups are quickly joining together in response to the crisis placed on our borders, the unmet needs
of newly-arrived refugees and migrants for food, clothes and medical attention and organizing “Refugees Welcome”
actions in their community to assist with overcoming prejudices and fears.
@UXFORGOOD | @AMNESTYPL | #UXFORGOOD

19. WELCOME & OVERVIEW
CHALLENGE CRITERIA
This new system should consider the following criteria:
1. Informing Activists: Allow human rights organizations, such as Amnesty
International, to inform activists about specific abuses and human rights violations
at EU borders (e.g., violence, use of force to prevent entry, inadequate reception
conditions, family separation, lack of access to health care)
2. Welcoming Refugees: Help in mobilizing activists to “welcome” refugees through
a diverse set of actions and initiatives and demonstrate support for refugees who
have already arrived
3. Reducing/Combating Xenophobia: Help combat discrimination by enabling
quick identification and collaborative response for any kind of xenophobia among
societies
4. Providing Insights to Cities: Provide cities with insight for capacity planning
efforts when receiving refugees and help communicate critical decision points for
national authorities to increase resettlement places, in essence, making cities
“refugee friendly”
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20. WELCOME & OVERVIEW
CHALLENGE CONSTRAINTS
Your solution should consider the following constraints:
• Any solutions found will become improvements to the overall situation at best, they
will not solve the underlying issues causing refugee crisis.
• Any one solution is unlikely to address all needs of all actors comprehensively.
• As the situation on the ground changes continuously, found solutions may become
irrelevant over short period of time due to unforeseen developments.
@UXFORGOOD | @AMNESTYPL | #UXFORGOOD 9

21. WELCOME & OVERVIEW
CHALLENGE QUESTIONS
As part of your solution, consider the following questions:
• How would the solution impact individual refugees/activists?
• How does the solution contribute towards long-term improvements in refugee crisis?
• How might you broaden the application of your solution to address other
contemporary or potential challenges?
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22. WELCOME & OVERVIEW
OBJECTIVES
Working in partnership with Amnesty, our design teams will…
• Seek to understand the challenge and the criteria
• Help define our target personas within the experience
• Define the existing/future experience journey
• Generate ideas in support of the experience
• Present a story that represents your thinking and response
@UXFORGOOD | @AMNESTYPL | #UXFORGOOD 11

23. YES, WE’RE SERIOUS.
AND WE HAVE JUST
8 HOURS TO DO IT.

24. BRIEFING:
THE REFUGEE
CRISIS & ACTIVIST
INVOLVEMENT

25. Refugees Crisis
UX Poland 2016, Warsaw

30. Dangerous journey to safety
! Over one million people
reached Europe last year
in fragile, overcrowded
boats.
! With borders slammed
shut, few can hope to
reach another
country safely and legaly

31. Refugees in Greece: No way forward, no way
back…
! Trapped in Greece because the rest of Europe is shutting its borders
without offering any real alternatives.
! Greece can t cope on its own. Asylum in Greece, already stretched by
the sheer number of people stranded, is not a realistic option for many.
! Yet EU states are failing to relocate refugees in other European
countries.
! I escaped Syria to avoid jail, but now I am in prison,
„
.
https://www.youtube.com/watch?
v=BuIDVbcT01s&feature=youtu.be

32. Solution: Safe Routes
! Resetlement program – for example Cadana received 25 thousand Syrian refugees
since Novemeber
! Academic scholarships and study visas allowing refugees to start or carry on studying.
! Work visas offering professionals the chance to get a job abroad.
! Family reunification – this means refugees can join close relatives already living abroad.
! Private sponsorship involving private individuals or organizations funding refugees to
settle in their communities.
Activists can help make that happen by speaking out for refugees rights and pushing
governments to open up more safe and legal routes, now.. It s time to speak out for
refugees rights

33. Symbolic or massive public action

34. Share a message in social media

35. Fight a prejudice and a hate speech
- Strong anti-immigrants discourse
- Significant number of hate crimes (physyc violence) against foreigners
- Possoble attacks on the activists
http://wyborcza.pl/10,82983,19867989,wstrzasajacy-wideoreportaz-o-napasciach-
na-cudzoziemcow-w-polsce.html
But remeber :
Every day, all over the world, people make the most difficult decision of their
lives; to leave their homes in search of a better life.

36. As soon as you sucseed be ready to do it
again
Every day, all over the world, people make th
decision of their lives; to leave their homes in

37. WORKSHOP:
REDESIGNING
FOR GREATER
ACTIVIST
ENGAGEMENT
Let’s get started!

38. 15
TEAM ASSIGNMENTS
& INTERVIEWS
Assemble skill balanced teams paired with an Amnesty
team lead. Interview the Amnesty team member about each
of the challenge criteria. Discuss the audience types within
each criteria (e.g., refugees, activists, organizations, etc.).
Break up into smaller criteria focused groups.
30MINUTES SMALL GROUPS

39. 16
EMPATHY MAPPING
As a team, select the most important audience types.
Develop an empathy map for each type. Share together as a
team. The audience types you select will be used to generate
a journey map for each of the challenge criteria.
45MINUTES SMALL GROUPS

40. EMPATHY MAPPING
WHAT IS AN EMPATHY MAP?
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From Gamestorming by Dave Gray
It’s a customer or user profile you can use to provide direction for designing an experience.

41. 18

42. EMPATHY MAPPING
WHEN DO YOU USE AN EMPATHY MAP?
An empathy map can be a flexible, simple and familiar way to
keep focus on the customer in any range of projects.
It can be an effective tool to:
• Develop a persona, especially when you don’t have one to work with.
• Create a customer-centered conversation with stakeholders.
• Capture interview data for an instant persona framework.
• Augment your existing personas with a specific scenario or context.
• Brainstorm research questions for interviews.
• Assess your organizational empathy by comparing stakeholder
understanding of the customer with actual research data.
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43. EMPATHY MAPPING
BENEFITS OF EMPATHY
MAPPING
• It’s fast.
• Surfaces the big Why behind the
behavior of people.
• Gives you a working model to focus
on and improve over time.
• Fosters collaboration around helping
the people you are designing for.
• Shifts thinking towards the
customer and internalizes their point
of view.
• Challenges assumptions and
speculation with open discussion.
• Breeds curiosity.
@UXFORGOOD | @AMNESTYPL | #UXFORGOOD 20

44. EMPATHY MAPPING
BUILDING PROVISIONAL PERSONA
Sometimes you need a persona and you don’t have enough
time to do research. You can create a temporary persona based
on what you already know. However, consider the following
maximize the effort:
• Select a diverse team including technology, marketing, customer
service, product, sales, or customer experience.
• Three to five people per team is ideal, but you can increase
participation up to 10 per team.
• Use whatever you have available such as a large whiteboard,
printed empathy map templates or even a shared online document
for distributed teams.
• Make sure the work is sharable and mobile.
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45. EMPATHY MAPPING
BUILDING PROVISIONAL PERSONA
Start with some basic questions about the experience to set some
context for the exercise.
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What do they want to accomplish?
How are they motivated?
How can we help them?

46. EMPATHY MAPPING
STARTER QUESTIONS
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Thinking & Feeling
• What do they believe?
• What do they worry about?
• What are they thinking when they {action or goal}?
• What emotions do they have and why?
Seeing & Hearing
• What do they hear from other people?
• What is in their environment during the experience?
• What other options are available to them?
• What do they learn from inputs like social media or the Internet?
Saying & Doing
• What do they say to other people and to your organization?
• What do they do when they use your solution?
• How do they behave around other people?
• What are their attitudes toward the experience?
Pain
• Where does the process break down?
• What are their fears?
• What hinders their progress?
• What is frustrating?
Gain
• What are their needs?
• What is success?
• What are their goals?
• How can they benefit?

47. EMPATHY MAPPING
EMPATHY MAP EXERCISE
Sketch an empathy map for one scenario that fits your target
audience and is something you’ve started discussing already.
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Scenarios to consider
• How does someone learn about the refugee crisis and what they can do about it?
• How can someone take action?
• What do they do after taking action?
Simple empathy map attributes
• Doing
• Feeling
• Thinking

48. EMPATHY MAPPING
EMPATHY MAP STRUCTURE
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49. 26
DEFINE THE
EXPERIENCE
Share your empathy map(s) within your team. Listen to what
the others have experienced and mapped out. Select the
most interesting starting point for each journey.
1HOUR SMALL GROUPS

50. DEFINE THE EXPERIENCE
THE VALUE OF AN EXPERIENCE MAP
• Measure touch-points along the journey
• Capture your customers’ attitudes and emotions
• Helps you see the experience through your
customers’ eyes
• Shows the experience across touch-points
• Provides a focus on your customers’ true needs
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SOURCE: http://www.slideshare.net/jimtincher/slide-share-create-a-comprehensive-customer-experience-journey-map-33063932

51. DEFINE THE EXPERIENCE
KEEP CUSTOMERS TOP OF MIND
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52. DEFINE THE EXPERIENCE
MAP DIGITAL TO HUMAN
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SALES PROCESS
SALES ACTIVITIES
DIGITAL TOOLS

53. DEFINE THE EXPERIENCE
RESEARCH BASED MAPS
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54. DEFINE THE EXPERIENCE
MAPPING A CURRENT EXPERIENCE
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55. DEFINE THE EXPERIENCE
MAPS CAN TAKE VARIOUS SHAPES
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56. DEFINE THE EXPERIENCE
MAPPING A FUTURE EXPERIENCE
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57. DEFINE THE EXPERIENCE
ELEMENTS OF OUR MAP TODAY
• The activist/refugee, their thoughts/feelings and
organizations/employees/partners.
• All of the steps the activist/refugee takes (as they see it).
Be sure to include any important time intervals.
• All the touch-points an activist/refugee interacts with
@UXFORGOOD | @AMNESTYPL | #UXFORGOOD 34

58. 35
The Activist/
Refugee
Activist/Refugee Thoughts/Feelings
Steps & Time Intervals
Touchpoints

59. DEFINE THE EXPERIENCE
60 MINUTES: BUILD THE MAP
1. Add the activist/refugee your group selected to the beginning of the
map.
2. Add all the activist/refugee steps that occur before, during and
after the key moment you selected. Make sure to include important
time intervals.
3. Add the touch-points an activist/refugee interacts with under the
steps.
4. Add the activist’s/refugee’s thoughts/feelings above the their steps.
5. Add any organizations/employees/partners that support the
activist’s/refugee’s steps.
6. Lastly, at the top, label the stages of the activist/refugee activities.
@UXFORGOOD | @AMNESTYPL | #UXFORGOOD 36

60. 37
The Activist/
Refugee
Activist/Refugee Thoughts/Feelings
Steps & Time Intervals
Touchpoints

61. 38
DESIGN THE
EXPERIENCE
Share your journey maps within your groups. If helpful, share
across teams. Map the emotional context for your journey
map and select interactions where it can be improved
(sketch out some ideas in response). Incorporate your team’s
design ideas and begin building your presentation in
response to the overall design challenge.
2.5HOURS SMALL GROUPS

62. DESIGN THE EXPERIENCE
EXERCISE: MAP EMOTIONS
Evaluate the experience from the activist’s/refugee’s perspective.
Are the steps and touch-points working well?
Evaluate each sticky note with a dot.
@UXFORGOOD | @AMNESTYPL | #UXFORGOOD 39
Customer is happy
(working well)
Neutral
(mixed, good but not great)
Customer is unhappy
(roadblock or problem)
Not sure
(need more research)

63. 40
Not sure
Activist/Refugee is unhappy
Activist/Refugee
is happy
Neutral

64. DESIGN THE EXPERIENCE
EXERCISE: SKETCH AN OPPORTUNITY
1. Review the emotional experiences you just mapped.
2. Select one emotional experience that is important to resolving for
your customer.
3. Sketch a solution to improving the experience. Describe how
you’re changing the experience, consider its impact to your
business and how you’ll measure its success.
4. Each team will have 3 minutes to share their challenge and
solution.
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65. DESIGN THE EXPERIENCE
FINAL PRESENTATION EXERCISE
Combine your team’s understanding across the challenge criteria,
your ideas and the experience into a presentation. You’ll have up
to 20 minutes to share.
Here are some elements you should consider when presenting:
• What’s your THEME?
• What STORY does it tell?
• Can it STAND on its OWN?
• Does it include the ACTIVIST/REFUGEE voice?
• Is it PROFESSIONAL enough to make you proud?
• What does it COMMUNICATE?
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66. 43
REPORT OUT &
PRESENTATIONS
Share your team’s response to the design challenge. Each
team will up to 20 minutes to share.
1HOUR ALL TOGETHER

67. 44
WRAP UP
What did you learn?
How could this apply to other crisis models?
Where else might the model apply?
10MINUTES ALL TOGETHER

68. 45
Dziękuję Ci
uxforgood.org
amnesty.org.pl
@UXforGood
@AmnestyPL
#uxforgood